Are you content with your business’ website and wondering why your competitors keep paying and updating the design of their website?

For you, it’s enough that it’s functional and you don’t really care about the design. Well, this isn’t simply the case. There is nothing that is as important as your website design when it comes to your online presence. Even at that, you don’t have to spend a huge amount of money to get your website looking fresh and easy to navigate. All you need to do is find a web design style that works for you.

Of course, choosing to give your website a facelift comes with certain doubts. Your designer has told you that it will help your business generate revenue. Somehow you are still not fully convinced. However, studies have shown that well-designed websites are able to generate good customer traffic as well as increase conversion rates due to the improved user experience.

Moreover, designing a website is no longer a service but an art. Why, you may ask. Because it’s pretty much easy for anyone to put up a website in a matter of hours. What with the many tutorials and templates available online. Still, the question you need to ask yourself is whether it will deliver the right message and have a professional look altogether. Only a professional can ensure that your website is not only polished but functional as well.

Website Design is an Investment

Designing a website for your business or doing a facelift also pays off in terms of return on investment (ROI). Furthermore, it’s not an expense, but it’s an investment as it will go a long way in helping your brand building.

It’s therefore important that you hire a professional freelancer or firm to work on your web design if you don’t have an in-house expert to ensure you get a good design. As mentioned, the design of your website isn’t an expense but is an investment. As such, you don’t want to pay someone to work on it and have them do a shoddy job that’ll leave you questioning your decision for a very important reason.

A professional and experienced web designer will usually advise on what’s needed and create one that is functional and gives the best user experience.

However, you can also consider having focus groups that can help you understand areas that need improvement on your website. For example, if you are a shoe company and you get very high bounce rates from your analytics, you can consider having a group of five people who are your target audience and taking them through each step until the purchase point. Observe whether they find it easy to navigate and whether everything makes sense. This is an ideal way to collect feedback and improve the user experience.

Why the Design of Your Website Matters

But how can the design of a website alter the success of my business? You ask yourself. There are plenty of reasons why a well-built website is crucial for your business. It will not only attract the right audience for your business but will also act as an avenue for lead generation and increased sales revenue.

Below are some of the reasons why your website design plays a very crucial role in the success or failure of your business.

  1. Navigation

There is nothing as important as your website’s navigation. It’s what can make or break your site especially if your site has multiple pages. Navigation simply means that your website has an index of labels or a navigation bar that separates the pages on the website.

Your website should have a good navigation that can easily be manoeuvred by users. Simply put, your website’s navigation website design navigationneeds to be as flawless as it possibly can be. Any user should be able to travel through the entire site without a glitch. It’s easy for designers to get carried away with fancy designs.

However, complex navigation minimises the ease of use for most clients. Also, if people find it hard to navigate the pages of your site, you are losing out on potential leads and clients as most people abandon a website if they can’t find the information they seek due to the navigation.

Your website’s navigation is also important when it comes to your search engine optimisation (SEO). Rule of thumb: ensure that you think through the design of your website as if you were the client.  How easily would you want to find the information? Where would you place all the content you have? Remember, your website’s navigation needs to be so intuitive that your grandparents can make sense of it.

  1. Brand building and consistency

People have most likely interacted with your company and are well aware of your brand colours, logos etc. No one would want to go online and see something different.

Brand building needs consistency both online and offline. You need to ensure that your stay true to your colour schemes, messaging and logos. Even if you rebrand, all your company presence needs to be the same and not have your website having the old details and the billboards the new ones.

The layout and fonts you use on your website are also very crucial. People searching through websites online for information are usually impatient, and little things like this can cost you a client or a potential lead. Ensure that your typeface guidelines, format and style are the same across all pages on your site.

It’s very important for your clients to recognise your brand regardless of the communication channel you are using. Too much inconsistency can leave your loyal and new customers questioning your credibility. And as we all know, building a brand requires a lot of work and sweat. You don’t want to lose the trust of your client because of something you can control.

  1. Credibility

Your web design gives your business the credibility most users seek. As you are aware by now, most users will go online to research a company or business before making a purchase.

In fact, 81% of shoppers research a company online before they buy anything. This means that they want first to verify that your business is genuine and read through the review and comment sections. A well-designed web is therefore important for your online presence. The fact that a user can go online and find all the info they are after is a boost to your brand and helps them build trust with your business.

However, if you lack a website or your website’s design isn’t attractive or appealing, you stand to lose most of your customers. For most people nowadays, if you aren’t online, you don’t exist.

  1. Content

You have most likely heard the phrase ‘content is king’. If you still think this isn’t true, then it’s about time you thought hard and long.

In the world we live in, content is everything. Well, almost everything. The right content will send people your way leading to increased site traffic and potentially increased leads and revenue. However, the wrong or misplaced content will only help in driving people away from your site never to return.

Besides communicating the positions and promise of your organisation’s brand, there are other reasons why the content on your site is important. It’s why you need a copywriter to work on your messaging and the content that goes to your site. Short, clear messages are ideal as they are easy for your customers to remember them. When it comes to content, it’s always advisable to keep it short and straightforward.

Short messages just don’t help readers remember. They help in decluttering your website. Too much text on any page on your website clutters it making it hard for users to read the page, let alone show any more interest in reading it further. An effective way of eliminating cluttering on your site is by ensuring the content is streamlined. Designers can include negative spacing when inserting texts into their designs. This way, readers are able to rest their eyes when reading eliminating tiredness of the eye.

  1. Trust

It is said that trust is two ways and it’s earned not given. As a business, you can’t gain trust from your users until you’ve earned it.

There is nothing as important as building trust with your clients. For this to happen, you need to know them and the things they value. Finding ways to create a dialogue with your customers is one way of doing that. Marketing campaigns can be designed to help with this. Getting feedback from customers can help you understand them better and use what they positively resonate with to design a new website.

Having a website that’s trustworthy, welcoming and attractive will help your business increase traffic and overall conversion rates.

  1. Competitors

If none of the reasons above seems appealing to you, you should definitely be worried that all your competitors have a website design and you don’t. If your website is anything but unprofessional and shoddy while that of your competitor is trustworthy and professional, you are fighting a lost battle as all your potential customers will go to your competitor’s site.

No one wants to be part of the crowd. Everyone wants to stand out. So does your business. Ensuring that the design of your site is stellar will set you apart from your competitors.

Depending on your industry, most businesses seem to have the same information only that it’s packaged differently. This means that you need to be more creative than your competitors and a polished web design can be the key that makes you stand out from the rest and make you the authority in your field of business.

  1. Search engine optimisation (SEO)

The design of your website influences how content is published is on the site. This, in turn, affects the way search engines crawl your website and index them among others.

Your SEO – which gives you free traffic and visibility – is something you can’t afford to joke around with. If your SEO strategy isn’t bulletproof and can’t accord your business its benefits due to the design of your site, you need to rethink the design.

There are certain elements of your web design that have a direct effect on the SEO of your site. It’s therefore important to ensure that your site is SEO-friendly so that search engines don’t have a hard time crawling up and indexing your site.

When getting a facelift or designing a new website, ensure you hire the right people for the job.

What Impact Does Your Business’ Web Design Have?

For most users, your website is their first interaction with your business. It’s their customer support and friend at the same time. As such, your website design has a big impact on your clients and in getting successful conversions.

Below are some pointers on how the design of your website impacts or affects your clients.

  • About four out of ten people fail to conclude simple tasks on most average sites. This is due to lack of organisation on the given sites, too many steps, scrolling, clicking, lack of enough information, difficulties in navigation among others.
  • Besides giving the right information, websites are supposed to help in successful conversion. An average person will only spend 60 seconds waiting for a page load. Some will spend only 28 seconds. If it takes more than that, they will move on to another site.
  • Too many stumbling blocks on your site leads to a decline in usability and decreased trust. This means that potential customers and direct leads will no longer be interested in making a purchase.
  • If you increase your website’s usability, 18 percent of the visitors to your site will most likely follow, comment or share your content or site.

Bottom Line

In the world we live in, it’s not enough to have a functional website. Having a website that’s highly usable, loads faster and gives the best user experience is what will set you apart from your competitors.

If your site isn’t attracting clients, it’s time to think of ways you can improve it and make it better for your audience. A good website design is like buying a pair of good shoes. It might cost you extra, but it will serve you a long time into the future. If you are still considering a facelift or whether you need a website in the first place, you are missing out on your clients.